You’re Saying The Right Thing... To The Wrong Person

If your offer isn’t converting, it’s probably not your product (I’m a big believer there is a niche for everything and people want to buy all sorts of things).
It may be your message — and more specifically, when you’re delivering it and to whom.

See, every customer sits somewhere on a spectrum of awareness.
And many blow their shot by assuming everyone’s ready to buy. They’re not.

There are 5 stages your customer goes through before buying:

1. Unaware
They don’t know they have a problem.
So your job isn’t to sell — it’s to interrupt them with a story, a question, or an insight that makes them pause and think, “Wait, is this me?”

2. Problem-Aware
They feel discomfort. Something’s off. But they haven’t connected it to a solution yet.
Here, you speak to the pain. Show them they’re not alone. Name the problem clearly and emotionally.

3. Solution-Aware
Now they know what kind of solution exists.
Your job here? Make sure they understand why your approach is different (not just what it is).

4. Product-Aware
They know about you. They’re on your list. They’ve stalked your landing page 3 times.
They just need a push: proof, urgency, clarity.

5. Most Aware
They’re basically ready to buy. You just need to give them the right offer.

Here’s why this matters for you:

If you’re talking about product features to someone who’s still just vaguely uncomfortable — you lose them.
If you’re telling a long brand story to someone ready to buy — you bore them.

The fastest way to increase your conversion rate? Stop guessing where your audience is. Match your message to their mindset.

Here’s how to start figuring that out:

– Look at where they engage with you.
Someone scrolling past your Instagram Reel? Probably unaware or problem-aware — keep it emotional, short, story-based.
Someone clicking through your email sequence? Likely solution-aware or product-aware — now’s the time to educate, compare, and nudge.

– Pay attention to their questions.
Are they asking, “What does this even do?” or “How is this better than X?”
First = early stage. Second = later stage. Use their words to figure out where they are mentally.

– Track their behavior.
Viewed the sales page but didn’t buy? They’re product-aware.
Signed up for your freebie but never opened emails? They’re problem-aware — but not sold on you yet.

– Listen in community spaces.
Facebook groups, Reddit threads, TikTok/Youtube comments.
The way people talk about your type of offer will tell you how familiar (or jaded) they are.

– Use polls or micro-surveys.
Just ask: “What’s your biggest challenge with X?” or “Have you tried Y before?”
You’ll get priceless insight into what stage they’re at — and what message will hit. If you do that on social media, that is also great for the engagement.

Bottom line: don’t shout the same message to everyone.
Customize based on where they are and what they already know. That’s how you get results without wasting ad spend, email real estate, or social energy.

So what do you do with this?

Ask yourself:

• Where is this specific person in their awareness?
  (Unaware? Solution-aware? Product-aware?)

• What has this specific market already heard 1,000 times?
  (Is this the first time someone’s seeing an offer like yours? Or are they jaded and skeptical?)

Then adjust your copy accordingly:

→ For Unaware buyers
Use stories, emotional triggers, open loops. Don't sell — spark curiosity.

→ For Problem-aware
Talk about the pain they’re in. Give it a name. Make them feel understood.

→ For Solution-aware
Show them your unique method or mechanism — how your approach solves it differently.

→ For Product-aware
Give them social proof, breakdowns, offers, and answers to their objections.

→ For Most-aware
Just show them a clean, irresistible reason to click “Buy.”

If the message is misaligned, it doesn’t matter how many timers you slap on your site.

Sell the right idea to the right person at the right time. 

Have a good week!

Ausra